5 Examples of CPG Content Marketing Wins Live

5 campaigns that increased audience engagement

By Leah Betancourt

CPGs are increasingly turning to digital, mobile and social
platforms for brand awareness and audience engagement. Emarketer pointed out
that although CPG ad buying is small on digital channels, it's heavily focused
on branding efforts. Digital ad spending by the CPG and consumer products
industry is forecast to be 8.5 percent or $4.88 billion in 2015 and 8.7 percent
or $5.64 billion in 2016, according to eMarketer's May 2014 "Digital Ad
Spending Benchmarks by Industry: The Complete EMarketer Series."

Here’s a look at five strong multi-platform content marketing efforts that resulted in increased audience engagement and social
media momentum.

1. Del Monte Foods
Inc.’s green bean casserole campaign

Del Monte Foods Inc. scored in November with its content marketing focus on
green bean casserole around Thanksgiving Day. The multi-screen campaign involved
cross-selling products and holiday cooking tips such as Top 10 Tips for Smart
Holiday Entertaining, and used search engine marketing, mobile social and TV
spots, according to MediaPost.

The campaign featured an exclusive green bean casserole
recipe made just for Del Monte. Ads ran on Popsugar pages related to Thanksgiving when someone scrolled over a work in the article and recipes or
tips would appear and click through to a custom content hub created on Popsugar, according to MediaPost.

"Our green bean casserole just doesn't call for Del
Monte green beans, but it also calls for French's fried onion rings and
Campbell's mushroom soup," Virginia Moon, associate brand manager at Del
Monte, told the MediaPost. "It worked out well. We would do it
again."

Oscar Meyer representatives told their agency i360i they
wanted consumers to know that turkey bacon is made in the same way as pork
bacon, according to Marketing News. So they built a awareness campaign about
why Oscar Meyer, which is known for pork bacon, should also be known for its
turkey bacon.

"In the digital space, anything to do with bacon is
being talked about a lot. We wanted to draft off of that fervor for bacon, but
in order to do that, the ideas have to be so sharp and so much better than what
users are generating on their own," said Tom Bick, senior director of
integrated marketing and advertising at Oscar Meyer, to Marketing News.

Oscar Meyer launched Unsungbacon.com and a YouTube video of
the same name -- asking people to "stand up for unsung bacon
everywhere" and to follow Michael Bacon on Twitter so he can be the most
followed in his family, which was promoted using the #unsungbacon hashtag.

Michael Bacon, an Emmy-winning composer for film and
television, is the brother of actor Kevin Bacon. They play together in their band
called The Bacon Brothers. Michael Bacon wrote all the music for Unsung Bacon
campaign, according to Marketing News.

"That's why we're helping Michael Bacon show the world
that when you're born into a great bacon family, bacon greatness is born into
you," according to UnsungBacon.com.

"From a brand and equity standpoint, it was definitely
a win," Bick told Marketing News. He said they stemmed the sales decline,
but didn't release sales results or the budget for the campaign, Marketing News
reported.

The living portraits campaign profiled Dew's top athletes such
as Dale Earnhardt Jr. It included three TV spots by BBDO and Psyop. There was
an interactive layer -- a collage of animated GIFs -- to the videos.Firstborn
created the website, which consisted of 30-40 animated GIFs that were synced
and repeated simultaneously, according to Think With Google. Within those loops,
there were Easter eggs for fans to find that the Firstborn website says
"delve deeper into the worlds of the Dew All-Stars". The interactive
campaign won a 2014 National ADDY Award the category of Digital Advertising,
Websites, Consumer.

Lowe’s stop-motion videos on Vine maximizes usefulness in
the form of how-two tips in the six-second digital shorts. The videos were shot
with an iPhone, tap by tap, and there was no editing, so if a mistake was made,
they had to start all over again, according to BBDO New York’s website.

"By targeting the individuals we deemed most likely to
benefit from (and enjoy) our six-second tips, we seeded the Vine videos into
the Twitter community in a way that felt less like advertising, and more like
sharing interesting content. And based on the audience's response, that's
exactly how it was interpreted," says BBDO New York on its website.
"Instead of forcing people to view an ad, we gave them something they
wanted."

The campaign won several awards including a National ADDY Award
Best of Show Winner in the Digital Advertising, Social Media, Campaign
category.

Launch date: April 19, 2013Goal: Help people improve their homesResults: 55 Vines15 million earned impressionsThousands of social mentionsAgency: BBDO New YorkCampaign cost: $5,000Source: BBDO New York, Think With Google

Users send a digital note to a loved one and seal it with a
kiss from their own lips, choose a Burberry lipstick color, and watch the kissed
letter’s journey to the recipient via Google Earth, Maps and Street View,
according to Think With Google and the Collaborative Services blog. It was
facilitated with the #burberrykisses hashtag. The campaign worked across
desktops, tablets and smartphones. It was built to live on Burberry.com, but
was tailored for use across tablets and smartphones.

"Drew Ungvarsky, Grow's executive creative director,
believes it was the campaign's play on old and new ideas that helped bring
Burberry Kisses to life," according to Think With Google. "Taking a
universal theme and giving it a tech touch is what Drew believes makes Kisses
unique."

The challenge with the campaign was technology to capture
the kiss on mobile or tablets, according to Think With Google. The Lightbox ad
format, which expand when a user hovers over them for 2 seconds, helped deliver
engaging ads. Burberry’s campaign won the 2014 National ADDY Award for Digital
Advertising, Campaign.

Key takeaways from the ongoing campaign: Establish media can
do new things; know the killer feature and build the sell around it;
personalize throughout the experience; put designers and coders in the same
space, according to Art Copy & Code.

Launch date: June 18, 2013 Goals: Reach audience on emotional level Engagement across multiple digital platforms Connect with younger audienceResults: Visitors from 215+ countries spent an average of
3.5 minutes with Kisses on web, mobile and tablets253K+ search results for Burberry Kisses on Google.com 13K+ cities sent with a kiss within first 10 days109 million miles traveled by kisses as of June 25, 2013Agencies: Grow, GoogleSource:Think With Google, Art Copy & Code